In a bid to reinvigorate the slowing market for ready to drink (RTD) products, Rockware Glass has been conducting research using industrial psychology techniques to identify unmet needs among consumers as a means of driving container innovations and specific lines for sub-cateogries. Rockware claims to have identified how packaging helps consumers express their personality and how they often interact with packaging through rituals, sometimes unconsciously, especially at the point of purchase. Rockware believes this discovery provides brands with opportunities to create a more interactive relationship with consumers. Rockware's research claims 90% of male and female drinkers prefer glass. The company has introduced a condensation effect on some bottles to convey a message of coldness. Embossing can add an appealing tactile quality.
